The exclusive game conference DICE Summit is going to spruce up its media image this year. The Academy of Interactive Arts and Sciences, a game industry peer group that gives out annual awards, has partnered with Penske Media Corp. (PMC) to co-produce the annual DICE Summit and Awards program.

Through the partnership, the AIAS will collaborate with PMC’s entertainment publication, Variety, on video-game-industry-related content. In addition, video site Machinima has agreed to livestream the 16th annual DICE Awards show, which will take place during the invite-only conference, which runs Feb. 5 to Feb. 8 at The Hard Rock Hotel and Casino in Las Vegas.

PMC is an entertainment media company with brands that spill across the web, television, mobile, and social channels. It will draw new attention to the awards program, which wasn’t televised last year. PMC reaches over 113 million monthly unique U.S. visitors and is ranked No. 43 on Comscore’s list of the largest Internet media companies. Its brands include Variety, Deadline, TVLine, MovieLine, BGR, and Hollywood Life. Machinima reaches 253 million visitors each month.

PMC will also stream DICE Summit sessions live and share exclusive AIAS content throughout the year via their extensive YouTube network.

“PMC has a compelling grasp of traditional and new media industries that will help elevate the DICE Summit and Awards show to the next level to celebrate the best our industry has to offer — from console to PC to mobile games. With their recent acquisition of Variety, we’re thrilled to work with them to expand coverage of the video games business,” said Martin Rae, president, Academy of Interactive Arts & Sciences. “And now with Machinima on board to support our awards show with their creative staff, original programming, and network of YouTube affiliates and directors, this will be an exciting year for AIAS and our members.”

“We’ve been eager to expand our entertainment coverage to the gaming industry, but waited for the right opportunity to enter this ascending marketplace — forging a long-term partnership with the AIAS for the 2013 D.I.C.E. Summit and Awards is the perfect way for PMC to make such an entrance, and we’re thrilled with the opportunity,” said Jay Penske, PMC founder, chairman, and CEO. “Since our founding in 2004, we’ve watched video games become a multi-billion dollar industry and a hugely influential contributor to the entertainment industry as a whole. Through all of our branded channels and media platforms, including our premier entertainment trade Variety, we’ll be providing the coverage and attention that the gaming industry has deserved for years — as such an incredibly important part of the entertainment ecosystem.”

“The D.I.C.E. Awards are a huge staple among the gaming community, and Machinima is proud to be the exclusive online destination for the show,” said Allen DeBevoise, chairman, co-Founder, and CEO of Machinima. “Our network of content creators, combined with our millions of viewers, are a perfect match for the established D.I.C.E. brand and event.”

[Pictured at top: Last year’s winner of Game of the Year, Todd Howard and Bethesda Softworks, courtesy of AIAS]